Hvile
An e-commerce website design for a Polish brand creating handcrafted accessories out of natural materials.
Existing website was not fully conveying the brand’s message and fulfilling the sales goals. After the thorough UX research UI interventions were implemented to attract the target audience as well as improve user experience of purchasing the product.
Photography & branding: Roksana Wąż
Home page - hero section
Home page scroll
Personas
I created personas who could land on Hvile’s website and established conversion goals for them. Julia is looking for a high-quality locally made woollen hat for winter, whereas Robert is in search of a birthday gift for his girlfriend.
Sitemap
The previous study informed my decisions about designing the information architecture of the website. A well structured classic Northern Star and Footnote structure focusing on many shop links linking from the NS as well as the homepage (including direct product links). To the already existing Shop and About pages I decided to add a Journal section with influencers personal experiences with the products, where the visitor can inspire himself and create a bigger attachment to the brand.
Site map
Conversion goals
Purchase
Add to cart
Register for newsletter
Visit Instagram
User flows
Personas and conversion goals helped me to design the most effective user flows leading to earlier established conversions. These required easy access to information about the brand values and production methods in the section, well-exposed product details, as well as creating many opportunities to sign up for the newsletter.
User flow
Design decisions
Bring Journal section to NS so that the clients are encouraged to get to know the brand by reading interesting stories.
Well-designed and entertaining Newsletter signup section to increase newsletter signups.
Emphasise information about production process and materials - core values which constitute brand’s DNA.
Introduce calm and minimalistic stylistics which goes in line with core values - nature, calmness, relaxation.
Product list and product page
Shop check out